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Cadillac Leads Luxury Industry In Shopping Helpfulness Study, EV And Exotic Brands Lag Behind
While exotic dealers neglect their online presence, EV manufacturers neglect their in-person experience
July 2022
Cadillac topped a recent study of helpfulness in both online and in-person shopping experiences. It led its premium competitors, as well as new-school EV and old-school exotic manufacturers in the study conducted by Pied Piper.
The Prospect Satisfaction Index sought to measure how well automakers help customers through the shopping experience. The study started by measuring how responsive to customers automakers were online, and continued to how much information dealers (or retail locations) can provide when people visited in person.
"Nearly all customers today start their car-shopping online. But most shoppers also still prefer to experience and evaluate a vehicle in person, if given the opportunity," said Fran O'Hagan, CEO of Pied Piper. "Some shoppers know exactly what they want, but most still have questions or want to experience a test drive. Brands most helpful to both types of shoppers are the ones most likely to appeal long-term to all customers."
